Consumer Robots - Entertainment

The toy sector has always been a strong user of low level robotics technology. As the cost of robotics technology reduces there has been a corresponding increase in the level of sophistication in robot based toys. Although these are typically high value items, their perceived educational side effects are a driving market force.

These robots will be considered to fall within the consumer regulatory framework. They are likely to be mass produced, although not in every application. The business models will typically be based on B2C transactions either on a purchase or hire basis.

Domain Overview

The domain can be divided into a number of different sub-domains:
 Domestic appliances
 Entertainment
 Education
 Assisted Living
Each of these sub-domains has particular characteristics.

Sub-Domain: Entertainment

The toy sector has always been a strong user of low level robotics technology. As the cost of robotics technology reduces there has been a corresponding increase in the level of sophistication in robot based toys. Although these are typically high value items, their perceived educational side effects are a driving market force.At the other end of the entertainment industry, in theme parks, and museums the deployment of robotics technology to provide innovative interaction experiences has grown significantly.
Many new theme park rides combine robotics technology with traditional roller-coaster rides to enhance the experience. Museums are increasing the levels of interaction through interactive animatronics in order to improve visitor experience.
The games industry has now grown to be larger than the Movie and Music business. Its current use of robotics technology is minimal with the exception of 3D sensing. There are significant opportunities both for game and promotional use of robotics technology.

Current and future opportunity

The low cost margins, high volumes and fast trending in the toy industry mean that robotic entertainment products have tended to dominate at the lower end of the market. More sophisticated toys have begun to emerge but market take up has not been strong. Much of the market concentrates on zoomorphic or humanoid forms, rather than on sophistication in terms of interaction and the deployment of robotic technologies. Most of the successful products occupy the market between entertainment and educational end use. The educational aspects providing a justification for higher price levels.
As part costs are reduced through increased volume the opportunity to produce autonomous products will increase and the increasing use of smartphone technology as the primary means of interaction will increase over time.
Swarm interaction between robot toys is in its infancy, there may also be applications for localisation and manipulation technologies.
Sports interaction robotics has long been explored in academia and as costs reduce may well become a significant new market joining Entertainment and Healthcare.
As robot human interaction becomes more dependable a range of high end entertainment robotics will emerge that provides physical and cognitive interaction.